Domain: Fast Food Industry

Topic: CONSUMER PERCEPTION AND BEHAVIOUR TOWARDS FAST FOOD RETAIL OUTLETS

What have you read?

1. https://www.downtoearth.org.in/news/food/the-rise-and-rise-of-the-fast-food-industry-63452
2. https://www.researchgate.net/publication/228367124_Consumer_perception_about_fast_food_in
_India_An_exploratory_study
3. https://www.researchgate.net/publication/333221503_A_Study_on_Consumer_Perception_Towar
ds_Fast_Food_Retail_Outlet_in_Perambalur_District
4. http://ijmrr.com/admin/upload_data/journal_Initha%20Rina.R%20%203aug15mrr.pdf
5. https://www.euromonitor.com/fast-food-in-india/report
6. https://www.businessinsider.in/retail/news/these-chains-offer-the-best-value-in-fast-food-
according-to-customers/articleshow/71493767.cms
7. http://euroasiapub.org/wp-content/uploads/2016/09/7FMJuly-3886-1.pdf
8. http://www.ijbssnet.com/journals/Vol._2_No._5_[Special_Issue_-_March_2011]/27.pdf
9. https://pdfs.semanticscholar.org/1db1/6fffac3d63ccf7c593a6751b05595e97a2eb.pdf
10. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2441453
11. https://eprawisdom.com/jpanel/upload/articles/942pm10.Dr.%20Surjeet%20Kumar%20&%20Aarti
.pdf
12. http://ijamtes.org/gallery/177-dec.pdf
13. https://www.worldwidejournals.com/paripex/recent_issues_pdf/2013/November/November_201
3_1384850859_52d50_65.pdf
14. http://rdmodernresearch.org/wp-content/uploads/2016/03/167.pdf

Literature Review:
In India, increase in disposable income has in turn increased the frequency of dinning out. Big fast food
chains like McDonald’s came to India in 1996, and soon other big outlets like Dominos, Pizza Hut, KFC, etc,
followed suit, according to a study by AIIMS, Bangalore. According to another report, Indian fast food
market is expected to grow at a compound annual growth rate (CAGR) of 18 per cent by 2020 due to
changing consumer behaviour and demography
Anita Goyal and N.P. Singh (British Food Journal Vol. 109 No. 2, 2007) Estimated the importance of various
factors affecting the choice of fast food outlets by Indian young consumers. Results indicate that the young
Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first
choice. They feel homemade food is much better than food served at fast food outlets. They have the
highest value for taste and quality (nutritional values) followed by ambience and hygiene. Three
dimensions (service and delivery dimension, product dimension, and quality dimension) of fast food
outlets' attributes are identified based on factor analysis results. Further, consumers feel that fast food
outlets must provide additional information on nutritional values and hygiene conditions inside kitchen.
Dr.R.Gopinath and Dr.R.Kalpana (IJREAM, ISSN : 2454-9150 Vol-05, April 2019) Customer perception is a
marketing concept that tells us what customers think about a brand or a company or their offers. They can
be positive or negative feelings, perceptions, inhibitions, predispositions, expectations or experiences that
a client has. For this study, 216 respondents taken up by convenience sampling at Perambalur district.
Consumer perception factors namely tangibility, reliability, responsiveness, assurance, empathy, service
quality have any relationship with consumer satisfaction is the focus of the study. Based on the findings,
there is an positive influence of tangibility and service quality with consumer satisfaction and also empathy
negative influence with consumer satisfaction. The researcher concluded that 30.1% of respondents visit
the fast food retails outlet for food quality and consumer perception based on tangibility and service
quality towards consumer satisfaction
Dr. Mohan Kumar and Initha Rina (ISSN: 2249-7196/IJMRR/ Volume 5/Issue 8/Aug 2015) The potential of
fast food market growth in India is tremendous. With a growth in the number of nuclear families,
economic growth and increasing per capita income, fast food culture gained prominence in India. This
research article aims to identify the consumer behaviour of children on fast food. The current study is
mainly concentrated on the leading MNC’s branded fast food restaurant located at Coimbatore, Tamil
Nadu. The researcher has taken 755 respondents as the sample size and empirical research design was
adopted. The samples were collected through questionnaire. The tool used for analysing the data is Factor
analysis. Based on the analysis and interpretation, it is inferred that the MNC’s can offer variance in menu
with nutritional choices at affordable price and convenient size (quantity), they can also customize the
food as most of the children give importance to taste and favourite dish.
Dr. Sunita Gaikwad (IJRFM, Vol. 6 Issue 7, ISSN(o): 2231-598, July 2016) Fast Food Industry in India is
growing rapidly as well as it has wider scope for the development. Younger generation, urbanization, high
protein consumption, working women, change in life style, larger disposable income, search for new tasty
food and many other factors boosting demand for fast food in India. They made an effort to study
consumer buying behaviour towards fast food in South Mumbai. The study helps in knowing the factors
responsible for consumption of fast food in South Mumbai. In the present study only five fast food
products has been selected for research such as Pizza, Burger, Noodles, Frankie and Pasta which will
elaborate South Mumbai’s consumer behaviour towards it, in the age group of 15 to 45 and it will be
helpful in knowing the driving forces for the growth of fast food industry in South Mumbai. In order to
achieve objectives of the study, the researcher have focused on primary and secondary data as a source of
information. A sample of 50 consumers was selected from South Mumbai by quota convenience method.
Suggestions and findings of the study were that Fast Food outlets has vast scope to grow as the
requirement of Fast Food items is increasing day by day and it is more preferred by younger generation.
Dominating factors for eating Fast Food are food taste, variety and quality which can be exploited by fast
food outlets for creating demand of Fast Food items. Younger generation is more health and hygiene
conscious that also can be considered by Fast Food outlets.
Horsu Emmanuel Nondzor and Yeboah Solomon Tawiah (j.sjbm.20150301.16/ISSN: 2331-0634) The study
explored the perceptions, preferences and factors contributing to the growth of fast food among tertiary
students. To meet these objectives, a sample size of 159 consumers was taken from the two leading
tertiary institutions in Cape Coast; University of Cape Coast and Cape Coast Polytechnic. Pretested semi-
structured questionnaires were administered to the respondents and the data were analyzed using SPSS
version 20. The results were presented using descriptive statistics (frequencies, percentages, mean and
standard deviations, tables and charts). Findings from the study indicated that the growth of fast food is
perceived to be as a result of urbanization, people working for long hours, growing interest in exotic meals,
advertising, availability of commercial buildings and rise in income. Those who do not patronize fast food
perceive them to be unhealthy, expensive and too foreign. Those who patronize however perceive them to
be convenient, time saving, delicious, good for fun and change, and expose them to likable environments.
To place an order for fast food, consumers prefer them in the form of both “take-away” and ‘eat in’
services. The most preferred menu happened to be the exotic ones (i.e. Pizza, burger, rice etc). The
findings proved to be more significant and revealing as they will help marketers to analyze the behavioral
characteristics of consumers’ with respect to the consumption of fast foods.
Objectives:
To analyse the preference of the consumers towards the fast food outlets.
To analyze the customers opinion towards fast foods.
To know the relationship of consumer perception with consumer satisfaction
To identify the factors affecting the choice of (Indian youth) consumers for fast food
To study the consumption pattern towards fast foods particularly with respect to the frequency of visits
and choice of fast food outlets.
To identify the impact of hygiene and nutritional value of fast foods on consumer purchase decision
To offer suggestions for the improvement of the fast food outlets
Identifying the driving forces towards fast food